This truly innovative, yet all natural formula contains IT Cosmetics Hydra-Luxe™ Technology including ingredients such as plum oil, cherry oil, shea butter, aloe and jojoba that all work together to treat, hydrate, condition, and nourish your lips, minimizing the appearance of lip lines and wrinkles! Plus Vitality Lip Flush is packed with anti-aging anti-oxidants including Vitamins A, C, E, Acai, Green Tea and White Tea to protect and ward off free-radicals all day long.

I have all three shades; but Pretty Woman is my favorite, as a deep berry red with slight brown undertones. It works fantastically for my pale complexion and brown eyes, but I've seen...Read complete review

I have all three shades; but Pretty Woman is my favorite, as a deep berry red with slight brown undertones. It works fantastically for my pale complexion and brown eyes, but I've seen it work just as well for all other skin tones. I also love Love Story, a neutral deep pink, but not as much as Pretty Woman. I keep tubes of both in my purse, using Love Story as a stain and balm, using Pretty Woman as a full color. Je Ne Sais Quoi is more of a light baby pink on me, definitely like a tinted balm, very well-suited toward fair complexions (I was watching a QVC episode where a woman with bleach blond hair and a fake tan was wearing that shade and it looked terrible on her; she looked better with Love Story).I actually have about a half dozen tubes of Pretty Woman, since I love it so much. And the ingredients are everything I could have ever asked for: Plumping peptides, hyaluronic acid, acai berry, green tea, argan oil, more nourishing fruit oils. All three shades are amazing, the whole product is amazing. I love using it with other It Cosmetics products like the concealer, mascara, and eyeshadow trio.Definitely among the best lip products on my list.

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Most Liked Negative Review

Wanted This to be my HG Lipstick, but...

I have been on the hunt for a really wearable blue/red wine color. I prefer sheer lipsticks, but they generally are not very long lasting. I read an article about It Vitality...Read complete review

I have been on the hunt for a really wearable blue/red wine color. I prefer sheer lipsticks, but they generally are not very long lasting. I read an article about It Vitality in the color "Pretty Woman". I went to a store that carried the line (did not by on this site) and checked it out. It is the perfect color in the tube. Perfection. I applied some of the tester on the inside of my wrist. The color was gorgeous. The formula was lightweight. I walked around for a couple of minutes. Still looked great on my wrist. It was difficult to scrub off with a tissue, so I thought "long lasting". All signs point to this being amazing. I purchased a tube and put some on in my car in the parking lot. It looked like exactly what I had been looking for. It was like a wine stain, with a bit more shine and moisture. This was in broad daylight, middle of the day.

Fast-forward half an hour. It had gotten considerably brighter. It was now much more bright red with blue undertones, than wine colored, but still pretty and definitely lasting.

Fast-forward an hour. I was in meeting at work and caught my reflection in a window. I had BRIGHT PINK lips. I mean the brightest pink you can imagine. I went into the ladies room and took a paper towel and scrubbed my lips. It was no good. This stuff is a stain. Lotion, chap stick – nothing removed it. So, I walked around for the next few hours with the brightest pink stained lips ever. They were still pink the next day after makeup remover, brushing my teeth twice. This stuff does not let go.

To be fair, color adjusting products usually "turn" on me. Had I understood that this was part of this product, I would have left that swatch on the inside of my wrist longer and maybe gone back later to buy. I don't understand why it can't stay the color it comes out of the tube. It is the perfect color!

I also bought another color that they don't offer here called "Pure Joy". It is a mauveish/pink in the tube with a bit of sparkle. In the tube. After about an hour on my lips, it also turned bright, clown pink albeit slightly less intense.

The plus is obviously that this stuff is insanely long lasting. It also stayed moist unlike most stains. I just wish the color stayed true to the tube. I am not sure what the benefit is to them color adjusting. There is not one to me.

I have been on the hunt for a really wearable blue/red wine color. I prefer sheer lipsticks, but they generally are not very long lasting. I read an article about It Vitality in the color "Pretty Woman". I went to a store that carried the line (did not by on this site) and checked it out. It is the perfect color in the tube. Perfection. I applied some of the tester on the inside of my wrist. The color was gorgeous. The formula was lightweight. I walked around for a couple of minutes. Still looked great on my wrist. It was difficult to scrub off with a tissue, so I thought "long lasting". All signs point to this being amazing. I purchased a tube and put some on in my car in the parking lot. It looked like exactly what I had been looking for. It was like a wine stain, with a bit more shine and moisture. This was in broad daylight, middle of the day.

Fast-forward half an hour. It had gotten considerably brighter. It was now much more bright red with blue undertones, than wine colored, but still pretty and definitely lasting.

Fast-forward an hour. I was in meeting at work and caught my reflection in a window. I had BRIGHT PINK lips. I mean the brightest pink you can imagine. I went into the ladies room and took a paper towel and scrubbed my lips. It was no good. This stuff is a stain. Lotion, chap stick – nothing removed it. So, I walked around for the next few hours with the brightest pink stained lips ever. They were still pink the next day after makeup remover, brushing my teeth twice. This stuff does not let go.

To be fair, color adjusting products usually "turn" on me. Had I understood that this was part of this product, I would have left that swatch on the inside of my wrist longer and maybe gone back later to buy. I don't understand why it can't stay the color it comes out of the tube. It is the perfect color!

I also bought another color that they don't offer here called "Pure Joy". It is a mauveish/pink in the tube with a bit of sparkle. In the tube. After about an hour on my lips, it also turned bright, clown pink albeit slightly less intense.

The plus is obviously that this stuff is insanely long lasting. It also stayed moist unlike most stains. I just wish the color stayed true to the tube. I am not sure what the benefit is to them color adjusting. There is not one to me.

Pretty Woman color is perfect for me. I am of medium complexion mixed Asian and Caucasian ethnicity and the best thing I love about this color/product, is that you can adjust the amount of color intensity just by the number of times you coat your lips. One quick swoop and it's just a tint for running out to the market. Go over your lips again a second or third time and the color intensifies for going to work or out to dinner.It is a sheer color though, so keep in mind that even at its darkest, it does not provide the matte, solid color that a MAC type lipstick would. I actually love this about it, as MAC intensity is a bit too much for me.The only thing I was a bit disappointed in, is it's lasting power. It does last longer than normal lipsticks, but not as long as other stain types. It also doesn't dry out my lips like other typical stains though, so for me, it's worth it. It does seem to help if I dust my lips with powder right after applying. It will still not last me through a meal, but it does last me through my coffee out the door in the morning, all the way until lunch. I am happy enough with this color and product that I ordered 3 more of the same ... for home, for my purse, for my gym bag and one for my sisters stocking stuffer.

Would buy if you have dry lips; and do not mind reapplying. Was told this was a lip stain; however it is not. I was disappointed after paying such a high price. Gambled on this.. and lost. On the plus side it is a pretty color and it is moisturizing. Depends on what you want and what you are willing to pay for it.

I have this lipstick in pretty woman which is a deep berry. It is smooth, lasting and moisturizing. Although it goes on almost like a colored chap stick, it stays like a stain...a really unusual and convenient combination. It's become my every day go to lipstick. I wish it came in more colors though.

I have all three shades; but Pretty Woman is my favorite, as a deep berry red with slight brown undertones. It works fantastically for my pale complexion and brown eyes, but I've seen it work just as well for all other skin tones. I also love Love Story, a neutral deep pink, but not as much as Pretty Woman. I keep tubes of both in my purse, using Love Story as a stain and balm, using Pretty Woman as a full color. Je Ne Sais Quoi is more of a light baby pink on me, definitely like a tinted balm, very well-suited toward fair complexions (I was watching a QVC episode where a woman with bleach blond hair and a fake tan was wearing that shade and it looked terrible on her; she looked better with Love Story).I actually have about a half dozen tubes of Pretty Woman, since I love it so much. And the ingredients are everything I could have ever asked for: Plumping peptides, hyaluronic acid, acai berry, green tea, argan oil, more nourishing fruit oils. All three shades are amazing, the whole product is amazing. I love using it with other It Cosmetics products like the concealer, mascara, and eyeshadow trio.Definitely among the best lip products on my list.

My favorite lip product! This product is phenomenal! I have all 3 colors (Love the Je Ne Sais Quoiu). It is comfortable, soft, shiny. Leaves lips so moisturized! The color-Je Ne Sais Quiou- is clear in the tube but develops into a beautiful pink-not garish or bright. The staying power is unlike any other I've tried-it lasts and lasts. The more you apply the deeper the color gets. I would absolutely purchase more!

I bought this in "Pretty Woman" and it is the best lipstick I have ever bought. It is very natural looking - no heavy lipstick look or feel - but is also very pigmented and has great staying power. It's like a stain in its beautiful flushed red appearance, but unlike liquid stains that you need to pile lip balm on top of, it is wonderfully moisturizing and comfortable to wear. This did not settle into the little lines on my lips, appear to crack during the day, or make my lips flaky like many stains do. Althought it is moisturizing, it is very light and not at all sticky. As soon as it's back in stock, I plan to buy an extra one to keep in my purse.